A fraud may not end when the victim realizes they have been deceived. It can also compromise, for months, the relationship with the brand that the scammers tried to imitate. This is one of the main conclusions of the study The Great Messaging Heist, by Kaspersky. The study reveals that 99% of consumers stop trusting brand messages after being victims of fraud. This loss of trust can last for months, permanently affecting the perception that consumers have of these brands. The impact of fraud thus goes far beyond the immediate moment of deception, creating lasting consequences for the relationship between consumer and brand.
Business
99% of consumers stop trusting brand messages after being victims of fraud
SAPO15 September 2026 at 14:27
Why this matters
Readers are directly affected as consumers, since a single fraud experience can permanently alter their perception and interaction with the brands they use. For businesses, the study highlights that they need to invest in strategies to regain the trust of customers who have been victims of scammers impersonating their brands, risking losing customers for extended periods.
About this summary
This is our short summary of a report published by SAPO on 15 September 2026 at 14:27; the full text stays with the publisher. In our feed it sits under Business. We currently carry 23293 items in that section.
All items in this section →Related articles
Business
Welcome to the new diesel world at two euros. What explains the prices in Portugal?
15/09/26, 16:56
